..... This was an exercise in amazing self-restraint for me. Glen and Parker “seeded” the brief with just enough detail about the product and its claims, gave some very succinct guidance around the target market and audience, and then waited for Ogilvy’s creative team under Andy Berndt (now the creative director of Google Labs) to come back with something brilliant. Which Berndt delivered beautifully. .....

..... Now he presides over a team of around 20 people across Europe, the Middle East, Africa, and India. What Google's Creative Lab actually does Google's Creative Lab was founded in the US 2007 by Andy Berndt, himself an advertising agency veteran who earlier in his career had been recruited by Steve Jobs and Chiat/Day boss Lee Clow relaunch the Apple brand with its "Think Different" campaign. He joined Google from Ogilvy New York, where he was co-president. .....